Copy

Our brand expression lives through all of our content. That doesn’t mean using “Here is how” repeatedly, but rather keeping the spirit of the phrase implicit in all of our writing, thus avoiding audience fatigue and keeping our messages fresh and compelling.

At the middle level:

Headlines that emphasize the “how”

Not all headlines need to use the “Here is how” structure. It’s important that we have flexibility to accommodate many types of headlines. These should be powerful expressions about what we do to arrive at our achievements.

At the base level:

Body copy that illustrates the “how”

At the base level are body copy and longform writing. These will support the “Here is how” message by emphasizing process. Body copy and long-form text should get into the details and narrative of the “how.”